BORNTOSTANDOUT
BORNTOSTANDOUT is an electrifying niche fragrance brand that emerged from Seoul, South Korea, driven by the vision and passion of its founder and creative director, Jun Lim. Launched in April 2022 as an audacious response to the conformist pressures of Korean society, the brand quickly gained international acclaim for its distinctive, boundary-pushing unisex fragrances and the bold, raw aesthetics that accompany them.
A self-described bohemian and fragrance aficionado, Jun spent years working in the fast-paced world of investment banking, where his creative nature was frequently stifled by the high-stress, numbers-driven environment. Despite a successful career, he felt like a misfit in a world that valued perfection and conformity over individuality and self-expression. This inner conflict fueled his decision to leave finance behind and channel his passion into creating something extraordinary – a fragrance brand that would challenge societal norms and celebrate the beauty of individuality.
The brand’s ethos, “rebel against standards,” is a call to break free from the rigid expectations of society, particularly those deeply ingrained in Korean culture. This defiant spirit manifests not only in the fragrances themselves but also in the brand’s bold visuals. The minimal yet striking flacons are inspired by traditional Korean white porcelain, juxtaposed with deep crimson red accents—a stark contrast reflecting the brand’s unorthodox identity. The names and themes of the fragrances further echo this rebellious stance, with titles like Indecent Cherry and Dirty Rice designed to provoke.
Jun’s approach to fragrance creation is deeply personal and intuitive, often drawing inspiration from his own life experiences, dreams, and desires. He collaborates closely with renowned perfumers, including Florian Gallo, Alex Lee, Anne-Sophie Behaghel, and Margaux Le Paih Guérin, to bring these stories to life. The result is a collection of fragrances that are soulful, distinctive, and unforgettable.
The journey to creating a fragrance house in Seoul was far from easy. With no prominent niche perfumeries in Korea, Jun had to navigate an industry that was primarily focused on skincare and cosmetics, with little infrastructure for perfume manufacturing. Despite these challenges, he poured everything into the brand—selling his beloved art collection and borrowing heavily to fund the project. His perseverance paid off, as BORNTOSTANDOUT quickly made a name for itself in a global industry dominated by Western brands. The daring scents and defiant ethos resonated with both local and international audiences, earning the brand a cult following.
Beyond its distinctive scents, BORNTOSTANDOUT is also committed to offering a unique retail experience. The flagship store in Seoul is a visual representation of the brand’s identity—minimal yet luxurious, with a focus on artful presentation rather than commercial clutter. The store, like the brand, is designed to make a statement, reflecting Jun’s belief that beauty and creativity should permeate every aspect of life.
Looking ahead, BORNTOSTANDOUT is set to continue pushing boundaries with new fragrance releases, including a high-concentration extrait line. Jun’s vision for the brand remains clear: to create perfumes that push the boundaries of perfumery while also resonating deeply with those who wear them, facilitating the expression of individuality and standing out in a world that often demands conformity.
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